The recent introduction of the general data protection regulation (GDPR) has had a direct impact on marketing practices, including email marketing. Is email marketing still one of the most effective marketing tools for your business?

The answer is yes, email marketing is still one of the most effective tools for driving sales in your business, but as with most forms of marketing, it rarely stands still.

Ensure You’re Compliant

Personal privacy is a major concern today when it comes to email marketing. So is the way you use the data you collect. Read over your current privacy policy and terms of service for your website to ensure you are up to date.

Mobile-Friendly Emails

Your email should be readable on any device that your subscriber decides to read it on. You can check out how your emails and website look on free tools such as mobiletest.me and responsinator.com to view your content on a range of simulated screens.

Email Rendering

There’s a similar problem with the way emails appear in different email services. Check the overall look of your emails at Yahoo! mail, Gmail, Hotmail etc to be sure it doesn’t look wrong.

Coding Issues

Some marketers prefer HTML coded emails, while others opt for plain text. Any HTML coding mistakes could ruin the look and feel of the email, or even prevent some or all of it from being seen. Check your code at a site like Dirty Markup and clean any errors.

Check and Test

Be sure to carefully check any email before you send it. Look for typing errors and ensure that the link clicks through to the correct page. Make sure that things like the date and time of an event are correct. People are very busy and don’t have time for you to send two or three emails on the same subject, trying to correct basic errors you should have found in the first place.

Send High-Quality Information, Not Just Sales Info

Be certain all your emails are relevant and interesting to your target audience. Do more than just try to sell them stuff, and odds are they will continue being on your list, look forward to your emails and open them, and even forward the emails to other people.

Make It Easy For People To Unsubscribe

If your subscriber makes a decision that they don’t want to get any more emails from you, make it possible for them to easily unsubscribe. If you make it difficult, they will start to begrudge your emails and will certainly never buy from you. They may also report you as spam, which will cause you complications in the future.

Pretty much everyone that has done any email marketing will say that there is a lot more to it than just typing out a short message and sending out your posts to your subscribers. With a little understanding, most can easily follow the steps and implement a wise email marketing strategy.

First, we need to learn how to build a quality email list of niche related readers who are interested in your email updates and opportunities and will read and click on the links.

Many businesses consider email to be one of their most successful marketing avenues to reach their potential customers and is a valuable tool for any company seeking to reach its audience.

In the last post ” Email Marketing For Beginners – Important 1st Steps Video” we started with how email marketing works and finished with a video on setting up your first campaign.

In this article we’ll be covering the following topics:

1. How blog broadcasting works
2. Sending automatically vs manually
3. Hitting the publish button
4. Finding the RSS feed URL
5. Tracking your results
6. Let’s get started step by step Video

How blog broadcasting works

The invisible chain all starts with traffic >>> to your website blog post >>> to blog RSS feed >>> your email autoresponder >>> triggers an auto email message to your list >>> first reads your send time >>> sends email to your list.

Every WordPress website has an RSS feed, which is short for Really Simple Syndication which has certainly improved the way that users interact with article content online.

Have you seen text or image buttons on various websites inviting you to subscribe via RSS and wondered what it meant? These RSS feeds give their users the ability to simply subscribe to the free RSS feed and then read the updates from the site in what is called a “Feed Reader”.

These feeds benefit those who actually own or publish a website because website owners can get their content quickly to their readers by submitting to the various RSS directories.

What is a Feed Reader?

All Feed Readers are pretty much the same and using one makes it possible for you to quickly scan the headlines and updates of all of your favorite sites in your own RSS feed. Simply put, the feed readers purpose is to gather and display web feeds from your favorite sites in one place. By using a feed reader you can have updates and new articles from multiple sites delivered to you without having to go visit each website individually.

How do RSS Feeds work?

RSS feeds are simple text files that once submitted to feed directories, will allow subscribers to see the content in a short period of time after its updated. There are probably many, or at least a handful of sites that you regularly check on for new content and updates.

Think of the time spent checking out all of these sites and not finding anything new, only a need to come back in a few hours, the next day, or until some of the sites decide to put up something new. That’s time-consuming, and when you’re checking out numerous sites on a daily basis the RSS feed is an awesome time saver.

Usually, on most sites, there’s an orange feed icon that has become the standard for feed subscription. You can go to your favorite websites and click on the orange icon and you’ll be subscribed to that particular sites RSS feed, which will send new content to your Feed Reader. This makes it so much easier and a time saver as you can see all of your favorite sites latest posts and update entries in one place.

There are a number of different types of FR’s depending on your intended use or the way that you want to view the latest content from the sites. There are five different types of FR’s that are available for free online, including; desktop FR’s, built-in browser FR’s, email-based FR’s, web-based FR’s, and mobile feed readers.

Every blog will have an RSS feed and every blog post will have a syndication feed that will go to your autoresponder. This triggers an automated email to your list after first reading the preset sending time. At the right time, the autoresponder will be sending out your posts to those on the list. All of the autoresponders, Aweber, MailChimp, GetResponse, etc., will have their own way of doing this process, all with the same end results.

Hitting the publish button – Sending automatically vs manually

Within the autoresponder, there is an opportunity to have your emails automatically sent on a specific day and time of day, or you can choose to send out your posts manually.

The only real difference between the two settings is that with the manual sending choice there’s an opportunity to tweak the message or customize it before sending out your post to your readers.

How to find the RSS Feed URL

Go to your websites blogroll and in the browser, at the end of your URL, add ” /feed” and then press “enter”.

Your RSS feed should appear on the screen. Your RSS feed URL is your website address plus: /feed.

Tracking your results

To find out who is clicking on your emails, reading them, clicking on the link, etc., here are two places that you can use to check on the email campaign results:

1. Inside the autoresponder, you’ll see all of the details and specifics.

Some of the autoresponders, Aweber, Constant Contact, MailChimp to name a few, have an app to download on your phone so you can have all of the information at your fingertips.

2. Google Search Console Analytics – click on Acquisition Overview, then Referral

This is to find out how many people clicked on the sent email and went to your website from the autoresponder.

Digital marketing is great hype today. New methods and techniques to conduct the marketing are being devised every day. Amidst all this, it is easy to assume that email marketing is an obsolete process.

We may consider it as it is no longer being used or isn’t fetching desirable results.

However, you couldn’t be more wrong.

Email marketing is still widespread today. It is, in fact, becoming more successful with time. But what makes it such an appealing marketing technique, despite being so old?

Well, let’s find out.

Here are the reasons why people are still in love with email marketing:

1. Low Cost

The biggest reasons why emailing continues to remain one of the favorites is the cost factor. It has a very low cost involved. All you require is an operational email ID, and you are ready to start working on the email marketing tactics.

Sometimes, people start buying bulk email addresses. However, it is quite rare. Mostly they send emails only to people who genuinely subscribe to the site themselves.

An emerging practice is to use software for automating the generation and sending of emails. However, this cost is often less compared to other modes of marketing.

There are neither any print charges involved, nor do you need to pay fees for the advertisements space like space on television and newspapers. Overall, email marketing remains one of the cheapest modes of marketing.

2. Only for the customers

Most marketing techniques involve users who may have never interacted with the brand. Some types of digital marketing tactics target users who have shown similar interests in their actions, as seen on Facebook and Google.

However, email marketing is the only marketing mode where the users themselves ask to be part of the company’s subscribers.

Companies get email addresses of the users either when they subscribe to the newsletters or when they register to their website.

Taking advance approval from customers ensures that emailing effort is more visible and effective compared to other marketing methods.

3. Target your audience

One of the big merits of the email marketing is that it allows you to target a particular segment of your audience.

Since companies usually obtain email addresses by subscription or registration, they also capture their basic information about the customer like name, gender, age, location etc.

This information could be utilized in creating targeting emails.

For instance, if your company has a great offer for students, you can send emails to users who are less than 24 years of age. And, if your company is offering discounted prices on women apparels, then you may consider targeting females instead of men.

Users can also notice the pattern that they receive only those emails that are relevant to them. Thus, apart from saving a lot of resources, the company is also able to create a trust factor between the customer and the brand.

4. Ask them to make a move

One-way marketing despite having a broader reach suffers from a very critical drawback, i.e., lack of interaction. Even if you pitch the best of your marketing ideas, yet the user is free to ignore them.

In simpler words, you just cannot compel users to make an effort for paying heed to your offer. However, small efforts can definitely pay off.

Email marketing allows you to put in those efforts. By introducing a simple “call-to-action”, you can ask the users to visit your website and see what you have to offer.

Having call-to-action also saves you from the trouble of giving too much information in the mail itself. Thus, in the email body, you can simply include the most-appealing content.

5. Saves you the effort

Apart from being cost-effective, it is one of the simplest marketing methods around. One does not require any high-end software, no huge team or a separate department.

All you need is the required hardware and a few professionals who know the job.

There is always a scope for better software and tools to be used in email marketing.

However, people mostly prefer the simple format, since it is majorly the content that decides the effectiveness of an email. The lack of complexity allows you to focus completely on creating an appealing email content.

6. See your score

A salient feature that makes the email marketing technique a desirable one is the metrics. Most traditional marketing methods have no or poor metrics, like radio, television, and newspapers.

However, in email marketing, despite being decades old, you can get all the measurements you need.

Also note, to identify the performance metrics, you would require appropriate email software.

A right software will tell you everything correctly, right from the number of emails that were actually opened to the ones that redirected the user to your website.

These results could give you insights into what is and isn’t working for your campaign.

7. See instant results

One great benefits of using email marketing is that it allows you to perceive instant results. As soon as you send an email, the user would either receive it or be notified about it. Most people check their emails within 24 hours.

Thus, whether or not the user decides to take your offer, you get to see the real results the next day.

Most other marketing methods require some days or even weeks to bear results. But email marketing can get you the results before the date changes.

Some people argue that such hasty marketing is counterproductive, but that is utterly false.

8. No boundaries

Email marketing being a prominent part of the internet marketing, it does not have any boundaries set by geography.

While this is true for any digital marketing method, the email marketing is the true alternative to the traditional marketing methods like print and television.

The difference is you can target customers globally belonging to various countries, genders, age groups, professions etc.

The more range of customers you choose, the bigger will your potential customer base would be.

Conclusion

Email marketing, despite the negative stereotype, is both alive and productive even today. As discussed above, there are loads of speculations that make people fall in love with it.

Though there are other marketing methods may beat the email method in one or two ways, overall, it is still one of the most effective and accessible marketing methods across the globe.

Ripping the benefits of email is possible only when you know how to use it and when to use it. Generic emails sent to all customers on your list gets you now. That's a fact, and so even in 2018, the significance of personalized and targeted email campaigns will continue to remain for both B2B and B2C industry.

So far, every industry expert has spoken about the tips or guidelines on how to craft a spelling email marketing campaign in different ways and on various platforms. But, only a few have shared the strident reality which many email marketers are unaware of. Email marketing is not just about crafting an email with a catchy subject line, unique content, and an attractive template design. Instead, it's more about addressing their needs right at the comfort and privacy of their inbox.

Here are four practices that can set your healthcare email campaigns on the right path in 2018.

Think from the Reader's Point of View

Before ushering your targeted audience's inbox with high-frequency messages, consider the fact that their inboxes might already be filled with emails from other healthcare providers. It adds to their woe as they are already tired of going through numerous promotional emails during the last couple of months. Take some time and think what if the same happens to you how you would feel? You would get irritated, right?

The same emotions run through your reader's mind too. Do not forget that your readers are patients, healthcare professionals, and medical executives. Sending emails quite often may compel your subscribers like doctors, nurses, C-level executives and other medical specialists who are busy in delivering quality care to unsubscribe.

Firstly, give them time to clear their existing brimming inbox and create space for new emails to come in. Delivering messages to the crowded inbox will be of no help to you as your emails will get lost in such an environment. Think and act smart, and at the same time respect your reader's privacy, time and availability to go through your campaigns. By doing so, you will only end up damaging your brand's reputation and customer trust.

Offer Value Before You Ask for Business

Of course, you are here to get more visitors for your medical practice or buyers for your medical devices and equipment. But in the name of the business communication, you just can not stoop low to end up spoiling your brand's impression among health customers. The rule has been the same over the years, and even in 2018, it will continue promising but unfortunately only in the mind as its application is seriously seen among healthcare email marketers. The logic is simple before you ask subscribers to buy from you or compel them to sign up for your service or newsletter, give them something valuable that will encourage them to opt for your product. This could be done either by offering a free download of a healthcare whitepaper or a market guide, a discount coupon, free trial or a freebie.

Do not be too rigorous with your marketing gimmicks as sending too many emails or forcing prospects to subscribe to receive emails from your brand may result in getting your emails marked as spam. Make sure to deliver value to your customers and then expect the same in return.

Build Contextual Content around CTA

Asking too much up front to customers is not a good idea. Just be succinct in your call (s) to action (CTA) and ensure to craft actionable and inspiring email content so that it urges your readers to click on the website link or fill up the inquiry form as a sign of their interest to know more . Remember to build context-based content that resonates with your potential customer's needs, encouraging them to take action in favor of your healthcare business.

Have your Plan Ready

It may sound too early but often having this thought delays your decision-making process at the time of need. There is nothing wrong to be prepared. As the New Year has already started, keeping email marketing plans ready for the year is indeed a smart move.

However, many medical marketers ignore the importance of having a to-do list in hand from the beginning of the year as they prefer addressing challenges as they come. But in this fast evolving healthcare industry where competition is soaring up every day, waiting for the opportunity to come is not at all a good idea. Marketers need to come out with a robust email strategy to make their presence melt amidst the chaos.

It's true that one can not predict things, but in the field of email marketing, your success depends on how well you anticipate the future market trends and be equipped to address them.

Have a check on your last year's metrics to review the performance of your healthcare email marketing campaigns and based on that evaluate what worked great and what not for your medical practice or healthcare business. A look back into the past will certainly help you succeed with your marketing campaign targeting healthcare professionals in the days to come.

The Last Word

Welcome the New Year with a bang and do not forget to experiment with your marketing strategies. Be open to innovations and make way for embracing advanced technologies and tools that can trigger the chances of your success.

Email marketing has still has a greater ROI (return on investment) than any other marketing strategy. Analysis shows that email marketing provides a ROI of $40.56 for each dollar that’s invested.

Setting up an effective email marketing campaign can be a little baffling initially, but with some practice and with the right tools and techniques it gets to be very easy. And very effective.

1. Email Marketing Campaign Software

You need special software to manage your email marketing campaigns. Known as an autoresponder, it provides an efficient way to gather, deliver, monitor and review your emails.This would be impossible to do yourself with a regular email program like Outlook, Gmail, Webmail,etc.

2. Plan Your Marketing Emails

Have a plan of action before sending out an email marketing campaign. Think about your niche, your offers and most importantly, the action that you want your readers to take. Test every email by sending it to yourself to check links, grammar and spelling carefully. Don’t let your subscribers get errors, find them first. Each email should focus on one or two topics at most. Don’t complicate your message by overwhelming readers with a bunch of different offers and topics in the same email.

3. Quality

Credibility is your most important resource in email marketing. If you’re an affiliate marketer, only promote only those products you believe in. Your subscribers will blame you if you recommend a product for them to buy and the product turns out to be rubbish. Don’t just send continuous offers to your list. Send useful free information and other freebies too. The more value you provide to your subscribers, the more they will want to open your emails when they land in their inbox.

4. Subject Line

Almost one third of email users open emails because of the subject line. Exciting subject lines boost open rates, but can be risky if they don’t mirror what’s presented inside. Words like, “Alert,” “News,” “Limited Time Offer” and “Last Chance” in subject lines significantly increase open and click through rates.

5. The Sales Funnel

On average it takes approximately 7 communications with a prospect before they make a buying decision. Email is the perfect way to send these communications. Your autoresponder software can send out a series of emails on auto-pilot when a prospect joins your list. This is your sales funnel. It’s simply a set of steps where you move a prospect through a sequence of communications that ultimately results in them buying from you.